PetSmart looks ripe for a change

Steve’s breakdown: This account is going to move. Why?

  1. Their creative actually makes fun of their target audience!
  2. A few weeks ago we told you PetSmart went private and had a new CEO
  3. Now the CEO just announced he fired 3, promoted 1 and hired 5 top executives

We think it’s a great time to see what going on with advertising. They did just hire GSD&M in the fall but all this change makes me want to make the call anyway.

PHOENIX, AZ: PetSmart Inc. has named six new leaders to drive growth in the areas of customer experience, merchandise planning, strategy, initiatives, sourcing and real estate.

The additions to the senior leadership team reflect the first major hires by PetSmart’s newly-installed president and CEO, Michael Massey.

“As we develop our strategic plan to grow the company, we are making significant and impactful investments by adding top talent to the leadership team and creating new structures and processes to help strengthen operations as we move forward,” Massey said. “This seasoned team of proven retail experts will help PetSmart realize our goal of building emotional connections with Pet Parents at all touch points, efficiently delivering everything they need and want, and doing it all at the best value.”

Joining the company are: Eran Cohen, executive vice president of Customer Experience; Ron Cooperman, executive vice president of Strategy, Initiatives and Real Estate; Ted Passig, executive vice president of Buying and Sourcing; Phil Vostrejs, executive vice president of Merchandise Planning Allocation, Distribution and Supply Chain; and Brian Amkraut, senior vice president of Real Estate.

The company also announced today that Gregg Scanlon has been promoted to senior vice president of Store Operations and Services and through this promotion has been named to the senior leadership team.

Eran Cohen, EVP of Customer Experience, will oversee all aspects of PetSmart’s customer experience and seek to better engage consumers at every touch point with the company (in-store, online, mobile). He will also refocus the company’s efforts on digital integration and social interaction to create seamless, positive experiences for all customers. Eran will join PetSmart from Diane Von Furstenberg, a global luxury lifestyle brand, where he oversaw global marketing, e-commerce and public relations – including digital media and strategy. Cohen also served as chief marketing officer at New York & Co, Inc. and Payless ShoeSource and in senior leadership positions at Gap, Inc. and Esprit de Corp.

Ron Cooperman, EVP Strategy, Initiatives and Real Estate, will oversee the development and execution of the company’s real estate strategy to support PetSmart’s growth plan. He will lead a new area called retail initiatives, including exploring new formats to engage customers in new markets. He will also oversee the Real Estate area. Cooperman has worked in various industries including medical devices, quick serve restaurants and financial services. He served in a number of leadership roles at Collective Brands.

Ted Passig, EVP Buying and Sourcing, will lead a redesigned merchant organization as well as a new product development and sourcing organization that will drive efficiency and create a best-in-class direct overseas sourcing operation streamlining the company’s product cost. A retail veteran with more than 25 years of experience, Passig is a strategic, results-driven leader who has held several senior roles in buying and stores at The May Department Stores, Homeplace and Payless ShoeSource.

Phil Vostrejs, EVP of Merchandising Planning, Allocation, Distribution and Supply Chain, will oversee a new, streamlined planning, allocation and distribution organization that best supports the Company’s growth plan. With more than 20 years of retail experience, Phil is a seasoned leader with experience in merchandise planning and distribution, and specific expertise in consumer segmentation, strategic planning and execution.

Brian Amkraut, SVP Real Estate, will work alongside Ron Cooperman in designing the Company’s overall real estate strategy to drive growth through market identification and development, store design and format change and increasing the efficiency of store construction. Amkraut is a proven retail leader with experience in retail operations, merchandising, store development and procurement. He joins PetSmart from Payless Holdings after serving in strategy roles for CVS Health and the Boston Consulting Group.

The company also announced that Phil Bowman (executive vice president of Customer Experience), Matt McAdam (executive vice president of Merchandising and Real Estate), and Eddie Burt (senior vice president of Real Estate) are no longer with PetSmart effective today.

In addition, Bruce Thorn (executive vice president of Store Operations, Services and Supply Chain) has decided to leave the company.

Michael J. Massey was named president and CEO on March 11 following the completion of PetSmart’s previously announced acquisition by a consortium led by BC Partners. PetSmart Inc. has 1,387 pet stores in the United States, Canada and Puerto Rico.


Access Confidential link: PetSmart, Inc.


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